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New Air Wick range celebrates Peak District National Park landscape

This is an archived press release

Thursday 13 February 2014

The Peak District National Park Authority and the other 14 UK national parks have formed a partnership with leading home fragrance brand Air Wick.

Conservation projects in the national parks will benefit from sales of a special range of Air Wick air fresheners.

The new National Parks Fragrance Collection crafted by Air Wick master perfumers has been inspired by all 15 UK national parks to capture the freshness of our greatest countryside landscapes.  

The Peak District fragrance appears in the spring/summer collection, one of four national parks featured: the Yorkshire Dales, Brecon Beacons, Exmoor and Peak District.

Sales in the first year are expected to generate over £100,000 for national parks. National park authorities have not put any of their money into Air Wick's product or its marketing.

In the Peak District the money will be spent on continuing to raise awareness about the national park's special qualities and work with farmers to conserve habitats such as hay meadows, moorland and woods.

Jim Dixon, chief executive of the Peak District National Park Authority, said: "We are delighted to announce our new partnership with Air Wick. It will generate income for us and the other national parks, and bring our work to the attention of a much wider and diverse audience in a new and interesting way.

"The national park collection of fresh fragrances is designed to capture the essence of our wonderful landscapes. It offers millions of Air Wick customers the opportunity not only to enjoy the atmosphere of Britain's countryside in their homes, but to financially support the work and projects of the national parks."

Kathryn Cook, National Parks UK director, said: "This partnership will help us engage young people and families. We take great care in the choice of partners because there has to be a synergy between an organisation such as National Parks UK and a brand.

"Air Wick, through its manufacturer, Reckitt Benckiser, is a responsible company committed to sustainability, with clear and established goals to improve the environmental impact of its business. They are an appropriate partner and will add value to our brand."

Jerome Lemaire, Air Wick marketing director, said: "We view this as a fantastic opportunity to make everyone more aware of these beautiful areas of protected countryside... and help to preserve their heritage."

Air freshener perfumes are combinations of many of the same molecules people smell in the garden or the woods or on the seashore.  Some of these fragrances come from essential oils extracted directly from plants, and others are 'nature-identical' molecules manufactured to be more effective and more sustainable than their 'natural' counterparts.  

The new National Park Fragrance Collection is on sale in all major grocery outlets from February 2014. To learn more about the partnership and about the UK's National Parks, visit: www.nationalparks.gov.uk/airwick

In 2012, similar partnerships between US national parks and business generated $22M www.nationalparks.org

This is an archived press release

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